Understanding video campaigns in a unified AdWords

In mid-2015, we're integrating AdWords for video into AdWords to improve your advertising experience. Key benefits include:

  • A simpler, more unified AdWords that integrates TrueView video campaigns with Search Network and Display Network campaigns, enabling a more streamlined, consistent buying and reporting experience across all campaign types
  • Powerful tools available for TrueView video campaigns, including bulk management solutions and reporting features in the video campaigns shared library

Also, in mid-2015, advertisers will have access to an upgrade center where they can upgrade their AdWords for video account, including any or all of their existing TrueView video campaigns, to the new functionality. Advertisers can also create test TrueView campaigns in AdWords at that time.

Keep in mind

Your bids, budget, and historical performance data will not change when your campaigns are upgraded, whether automatically or manually. Additionally, you should not see any changes to how your TrueView campaigns perform during or after the upgrade.

What's changing

All new and currently active TrueView video campaigns and campaign data (statistics, settings, targeting criteria, and remarketing lists) will be moved over to the main AdWords product. While all campaign-related data will be preserved, this upgrade introduces many improvements to video-campaign creation and management.

Guide me: Welcome to your upgraded AdWords for video account

Click the Guide me button below to go to your upgraded account and be guided through each new feature.


Guide me

Here are the highlights:

A single AdWords buying experience

If you also have Search and Display campaigns, your video campaigns and other campaign types will be unified in a single location in the left-hand sidebar of AdWords. Other improvements include:

  • Columns: Columns for your video campaigns and other campaign types (if any) will be unified in a single view in the data table. New columns for Conversions (if enabled), Google Analytics (if linked), and more will be available.
  • Filters: With advanced filtering tools, you can filter your campaigns by data in any column and save that filter for later use.
  • Segments: You'll still have access to current segment types such as device, network, time, view type, click type, and conversions (if enabled).
Targeting groups transitioning into ad groups

In AdWords for video, targeting groups were used to define targeting methods for all ads in a campaign. With this upgrade, targeting groups will transition into ad groups. Just like a targeting group, an ad group contains video ads with common targeting criteria and bids. But there are certain differences:

  • An ad group contains video ads with common targeting criteria and bids.
  • An ad group can have video ads with only the same format. To run both in-stream and in-display video ads, you need to create two different ad groups.

Note

  • Current targeting groups in existing TrueView video campaigns will be automatically restructured into ad groups, and the original targeting criteria for these targeting groups will carry over to their updated ad groups.
  • We'll reuse the names of your old targeting groups for your active ad group equivalents. We'll also label any inactive or old ad groups to show they're obsolete.
Improved bulk management tools

When creating new TrueView video campaigns, you'll have access to bulk edits and uploads, scripts, and automated rules under "Bulk operations" and in the "Edit" and "Automate" drop-down menus in AdWords. Specific improvements include:

  • Bulk edits: Simultaneously update multiple items in one campaign or across multiple campaigns.
  • Bulk uploads: Download spreadsheets, make edits offline, and then upload the updated spreadsheet back into their account where their changes will be applied.
  • Automated rules: Make changes in your account automatically, based on settings and conditions you choose. For example, you can change their ad status, budget, bids, and more.
New locations for shared library tools

YouTube account linking will merge with other types of linked accounts within the AdWords settings menu, under the icon. Also, video remarketing will be available in the unified AdWords shared library. Note that remarketing for other campaign types will still be available under "Audiences" in the shared library.

Upgrading your campaigns

To provide you with these powerful features, we need to upgrade all of your existing TrueView campaigns from AdWords for video into AdWords. You can upgrade your campaigns and try out these new features in mid-2015.

As a part of this upgrade, we’ll move your bids, budgets, network selections, targeting criteria, and all other TrueView campaign settings into the AdWords product. We’ll also automatically restructure your targeting groups in existing TrueView campaigns as ad groups. In some cases, your targeting groups will convert directly into ad groups. However, if a targeting group currently contains both in-stream ads and in-display ads, we'll split that targeting group into 2 ad groups. This is because, in AdWords, a TrueView ad group can contain only either in-stream ads or in-display ads, not both.

To upgrade your campaigns, sign in to your AdWords account and follow the instructions in the upgrade center.

Changes with the video campaigns upgrade

Your campaign and targeting scenario What this means Naming changes
Your campaign contains a single-ad format targeting group for TrueView in-stream ads. This upgrade will convert your targeting group into an ad group for TrueView in-stream ads. We’ll add “(in-stream)" to your targeting group name.
Your campaign contains a single-ad format targeting group for TrueView in-display ads. This upgrade will convert your targeting group into an ad group for TrueView in-display ads. We’ll add “(in-display)” to your targeting group name.
Your campaign contains a targeting group with a combination of single-format in-stream ads and single-format in-display ads. This upgrade will convert your targeting group into 2 separate ad groups with single-format ads: one for in-stream ads and the other for in-display ads. But, the number of ads will stay the same.

This is because ad groups are now defined by a single ad format.
We’ll add the appropriate format type ("(in-stream)" or "(in-display)") to each new ad group’s name.

For example, we’ll add “(in-display)” to the end of your new in-display ad group’s name and “(in-stream)” to the end of your new in-stream ad group’s name.
Your campaign contains a targeting group with a multi-format TrueView ad. This upgrade will convert your targeting group into 2 separate ad groups and your multi-format ad into 2 single-format ads.

Your multi-format ad will split into an in-display ad and an in-stream ad, and your targeting group will split into 2 ad groups - one for each ad format.

This is because both ads and ad groups are now defined by a single ad format.
We’ll add the appropriate format type ("(in-stream)" or "(in-display)") to each new ad group’s name.

For example, we’ll add “(in-display)” to the end of your new in-display ad group’s name and “(in-stream)” to the end of your new in-stream ad group’s name.
Your single-format TrueView ad belongs to 2 or more targeting groups. This upgrade will convert each targeting group into its own ad group. We'll also replicate the original ad to create new, identical versions for each ad group. This is because, in AdWords, a single ad can belong to only one ad group. We’ll add the appropriate format type ("(in-stream)" or "(in-display)") to each new ad group’s name.

For example, we’ll add “(in-display)” to the end of your new in-display ad group’s name and “(in-stream)” to the end of your new in-stream ad group’s name.
Your multi-format TrueView ad belongs to 2 or more targeting groups. This upgrade will split your multi-format TrueView ad into one in-stream ad and one in-display ad. We'll then convert each targeting group into 2 ad groups, one for each ad format.

Example: Currently, you have a multi-format ad that is assigned to 2 targeting groups.
  1. First, we'll split your original ad into one in-stream ad and one in-display ad.
  2. Next, we’ll split each of your original 2 targeting groups in half to create 4 single-format ad groups.
  3. Finally, we’ll copy each of the new single-format ads to the new ad groups.


After the upgrade, you'll have 4 new single-format ads and 4 ad groups total.
We’ll add the appropriate format type ("(in-stream)" or "(in-display)") to each new ad group’s name.

For example, we’ll add “(in-display)” to the end of your new in-display ad group’s name and “(in-stream)” to the end of your new in-stream ad group’s name.

Once you upgrade your TrueView campaigns, you can familiarize yourself with the changes with an in-product guided tour. After the upgrade, AdWords for video will no longer be accessible in your account, and your TrueView campaigns will be located under "All campaigns" in the AdWords product.

Keep in mind

Your bids, budget, and historical performance data will not change when your campaigns are upgraded, whether automatically or manually. Additionally, you shouldn't see any changes in how your TrueView campaigns perform during or after the upgrade.

AdWords for video is still accessible during the upgrade period

During the 30-day upgrade period, you can continue to create TrueView campaigns in Adwords for video. But, we recommend that you upgrade your video campaigns early to take advantage of the new TrueView features. Note that a campaign created in AdWords for video will not be visible in AdWords.

Create a test TrueView campaign before upgrading all of your campaigns

Because you’ll have 30 days to upgrade your campaigns, we recommend creating a TrueView campaign in the AdWords product before upgrading. A TrueView campaign that you create in AdWords will not be visible in AdWords for video.

Video campaign reporting

We’re preserving your video campaigns' performance data. To compare your campaigns' performance across current and previous date ranges, we recommend viewing the following tabs:

  • "Campaigns" tab
    • Filter by view type to compare in-stream ads vs. in-display ads at the campaign level.
  • "Ads" tab
  • New "Video targeting" tab
  • "Videos" tab
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